经济类课件汇集_INTERNATIONAL MARKETING_Chapter 17 Services Marketing

INTERNATIONAL MARKETING 6e Chapter 17 Services Marketing Copyright o 2001 by Harcourt, Inc. All rights reserved, Requests for permissions to make copies of any part of the workshould be mailed to the following address: Permissions Department, Harcourt, Inc, 6277 Sea Harbor Drive, Orlando, Florida 32887-6777

Copyright © 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777. INTERNATIONAL MARKETING 6e Services Marketing Chapter 17

INTERNATIONAL MARKETING 6e Working for a foreign-owned firm The number of Americans working for foreign firms is dramatically increasing, but problems related to work in a foreign firm's culture are many and can be tiresome. Some of the problems are in the areas of strategic planning, consensus building, career advancement, commitment to a firm, patience, documentation and language barriers. Discuss how each of them will affect Americans working in Germany and Japan How are the above concerns related in a reversed situation e if foreigners were working for an American owned firm or institution? Copyright o 2001 by Harcourt, Inc. All rights reserved, Requests for permissions to make copies of any part of the workshould be mailed to the following address: Permissions Department, Harcourt, Inc, 6277 Sea Harbor Drive, Orlando, Florida 32887-6777

Copyright © 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777. INTERNATIONAL MARKETING 6e Working for a foreign-owned firm The number of Americans working for foreign firms is dramatically increasing, but problems related to work in a foreign firm’s culture are many and can be tiresome. Some of the problems are in the areas of strategic planning, consensus building, career advancement, commitment to a firm, patience, documentation and language barriers. Discuss how each of them will affect Americans working in Germany and Japan. How are the above concerns related in a reversed situation, I.e if foreigners were working for an American owned firm or institution?

Differences Between Services and Goods Definitions and distinctions Goods are p hysical objects devices, or things ° Services are deeds, performances, or actions Goods are fixed in form and require physical distribution services are delivered as problem solutions on or off-site Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 17-3 Definitions and distinctions • Goods are physical objects, devices, or things. • Services are deeds, performances, or actions. • Goods are fixed in form and require physical distribution; services are delivered as problem solutions on or off-site. Differences Between Services and Goods

Differences Between Services and Goods Definitions and distinctions The main difference between goods and services is intangibility. Services are generally more intangible, personalized, and perishable Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 17-4 Differences Between Services and Goods Definitions and distinctions • The main difference between goods and services is intangibility. Services are generally more intangible, personalized, and perishable

linkage between services and goods Goods and services complement one another Goods frequently require servicing after their purchase(mostly related to industrial goods) Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 17-5 Linkage between Services and Goods Goods and services complement one another. • Goods frequently require servicing after their purchase (mostly related to industrial goods)

linkage between services and goods Goods and services are marketed in varying packages or combinations to targeted customer groups Customer groups have differing perspectives on the features and provision of services Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 17-6 Linkage between Services and Goods Goods and services are marketed in varying packages or combinations to targeted customer groups Customer groups have differing perspectives on the features and provision of services

Stand-Alone services Services compete with goods and compete with other services(e. g, video rentals) Services are intangible and perishable presenting problems in matching service capacity to variations in demand Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 17-7 Stand-Alone Services Services compete with goods and compete with other services (e.g., video rentals). Services are intangible and perishable, presenting problems in matching service capacity to variations in demand

Stand-Alone services Consumption of services requires provider and customer involvement Service consistency is required Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 17-8 Stand-Alone Services Consumption of services requires provider and customer involvement. Service consistency is required

Tangible/Intangible Offerings of air ruines Distribution Airlines Price Sery Fre Transport TI Transport Food and Drink tangible Tangible ource:Adapted from G. Lynn Shostack, "Breaking Free from Product Marketing, "in Services Marketing, ed. Christopher H Copyright 2001 by Harcourt, Inc. All rights reserved Lovelock(Englewood Cliffs, NJ: Prentice-Hall, 1984), 40

Copyright © 2001 by Harcourt, Inc. All rights reserved. 17-9 Tangible/Intangible Offerings of Airlines Vehicle Transport Service Frequency Food and Drinks Transport Transport Distribution Price Airlines Intangible Tangible Source: Adapted from G. Lynn Shostack, “Breaking Free from Product Marketing, “ in Services Marketing, ed. Christopher H. Lovelock (Englewood Cliffs, NJ: Prentice-Hall, 1984), 40

Problems with services Market transparency Consumers have difficulty in evaluating services because customers may use(or require )the same service in different way. n Service heterogeneity Services vary in their content and quality of delivery as customer requirements change Cultural sensitivity Services are delivered direct/ to the customer, making them potentially more culturally sensitive than products Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 17-10 Problems with Services Market transparency • Consumers have difficulty in evaluating services because customers may use (or require )the same service in different way. Service heterogeneity • Services vary in their content and quality of delivery as customer requirements change. Cultural sensitivity • Services are delivered directly to the customer, making them potentially more culturally sensitive than products